Raising IT Awareness about Day-to-Day Problems for SMBs

Offering valuable information and raising awareness on the internet, without undermining their paid offerings as a service provider.

This is the story of TUCU and its efforts to raise IT awareness across a wide variety of topics - without paywalls and without biases.
Managed Services
Toronto, Canada
Customer Since

In a nutshell

The Internet is, in many ways, the single biggest resource we humans have ever created. But the low barrier to entry that makes all this possible, also means that the information shared on the internet is often incomplete, and in my cases, incorrect.

As a company with over a decade of experience managing IT systems, TUCU was in a unique position where it understood the key problems that small-medium businesses faced and knew those issues could be tackled.

Company bio

TUCU Managed IT Services Inc. was started by Adam Thorn in 2010 after more than a decade working as an IT consultant and in the network security industry with companies like CIBC and HP. Three years later, Zoe Tsoraklidis joined the team as Vice President to help pivot the company towards managed IT services and help target the non-tech audience.
In 2021, Zoe reached out to Prakhar Singh of House of Brilliant Ideas to step up their efforts in IT awareness and inbound marketing.

Identifying hurdles

By 2020, TUCU had realized that they may be leaving business on the table by not leveraging content marketing and by not focusing on inbound marketing.

To fill these gaps, Zoe decided to ramp up content marketing through a clear-cut strategy that focused on specific problems relevant to SMBs at the time.

She also wanted someone who could take initiative and do things on their own — only needing Zoe to sign off on the content strategy and turn out quality content at a consistent pace.

First steps

When we joined TUCU, Zoe was already in the process of A/B testing paid ads and decided it would be best to create monthly marketing campaigns with articles discussing the same problems and solutions. This way we could leverage the combined synergy of organic and paid channels.

We began this process through a few discovery meetings to explore TUCU’s experience with dealing with tech headaches (tech-aches as they call it) and how to best convey their expertise in solving these problems.


There were two key deliverables in our work with TUCU: content calendars and the content to go with it.

Content Strategy

Among the numerous things TUCU and we agreed upon was the need for a content strategy to give direction to our efforts and make sure it’s all well-planned out for at least a month in advance.

Our partnership began right around the time the world went into global lockdown and businesses and employees were forced to find a new way to keep things going. This focus on remote work resulted in four articles, each written with a focus on Canadian businesses and workers.
The second full campaign focused on security frameworks. TUCU has a history of helping businesses manage compliance across a variety of industries and help them meet the regulatory requirements set by national and global security frameworks like NIST, PIPEDA, and so on.

Articles & Technical Guides

Despite the lockdown-driven topics of some articles, we did our best to write them in a way that they would stay relevant long after the end of the lockdown. More importantly, we anticipated that many companies would opt for a remote/hybrid work arrangement even after there was no obligation to do so.

The technical content around compliance and security frameworks was more naturally evergreen due to the fact that these frameworks don’t change very often. But when they do change, an editor’s note about the change would make them relevant again.